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Swedish developers vie for Steve Jobs's attention


The App Store approval process has been criticized, in part, for being too slow with approval decisions. Apple's senior vice-president of worldwide product marketing Phil Schiller recently defended the process, saying, "You and your family and friends can download applications from the store, and for the most part they do what you'd expect, and they get onto your phone, and you get billed appropriately, and it all just works." That's all well and good, but most developers just want to get their app out. To that end, a group in Sweden is trying something unique. was built to win Steve's attention and ultimately approval for an app called SVT Play. SVT is a public television broadcaster, and SVT Play is their shows' home on the web (think Hulu). The iPhone app works as you'd imagine: With a few clicks, users can watch popular shows right on their iPhones.

The promotional site is cute with live streaming video of eager developers, Facebook and Twitter integration plus an opportunity for Steve to use his Mac's built-in iSight to record a quick video of himself saying, "Ja!" Good luck, SVT!

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